It has been estimated that nine in ten college students own a mobile device. Reaching Young, Mobile Consumers If you're targeting the twenty-somethings, you will have to disregard the old tried and true weekly circulars or direct mail pieces. Investing in youth always has been the most reliable road to building brand loyalty, and it likely will not change.

As evidence of this phenomena, note the recent presidential campaign. These folks don't look to the paper for great deals and discounts. Therefore, anyone selling anything will.

And, most marketers understand that reaching them now makes selling them later infinitely easier. To make an verne announcement of his vice presidential pick to his loyal supporters, one of the candidates sent them a text message in advance of the formal media release. Rather, they probably are checking their text messages for the best concert tickets available. It is important to note that twenty-somethings, whether in college or not, will someday soon become the coveted demographic. Over 50% of those report that text messaging is their chosen form of everyday communication.

These Consumers Cannot Be Ignored.